The Brand Management System: Scale Development, Reliability and Validation Across Five Business Sectors

Mathieu Dunes () and Bernard Pras
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Bernard Pras: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are still issues about the reliability and validity of the scale across business sectors. This study develops and tests the reliability and validity of a "grounded-in-practice" BMS scale across five business sectors: cosmetics, convenience goods, industry, bank/industry, media sectors. In particular, it shows the importance of the hierarchical dimension, largely ignored in previous research. The other key dimensions being the implementation and the brand identity and values dimension.

Keywords: Brand Implementation; Brand Identity; Hierarchical Relationships (search for similar items in EconPapers)
Date: 2014-06
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Published in 43rd EMAC Annual Conference, Jun 2014, Valencia, Spain

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01638813

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